7 Steps to Building a Great Online Brand. Presented by Raja Choudhury

Transcription

1 7 Steps to Building a Great Online Brand Presented by Raja Choudhury raja@c3cube.com

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3 Online Branding

4 A Brief History of Brands

5 Why Branding?

6 Stock Market Value: $135 billion Net Assets $10.5 billion $125 billion value intangible confidence of shareholders Value of Brand estimated at $70 billion 50% of value is in the brands. Coca-Cola

7 Why Branding? Add up to 70% to the value of your Company. Have a lasting impression on the public imagination. Ensure Loyalty from customers and shareholders alike. Rally Employees to your Culture and attract new Recruits Allows you to diversify into other categories and businesses.

8 What makes a Brand Great?

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10 What makes a Brand great! Great Design - Unique Positioning - the Brand Impression A Superior Product or Service Consistency on delivering on a Promise A Great Customer Experience Internal Commitment to keeping the Brand Great Staying Relevant to Market and Consumer Expectations

11 7 Steps to Building a Great Online Brand

12 Step 1: Have a Great Idea

13 Step 1: Have a Great Idea Having a Good Idea is critical to building a great brand. Does your idea do something dramatically new or cater to a New Market? Does it fill a Gap or Need in the Market? Does it Improve the way of doing Something?

14 Step 1: Have a Great Idea Does your idea do something dramatically new or cater to a New Market? Naukri.com Launched First in Indian Market Copied Classifieds from Newspapers Valued at over Rs 800 Crores today Revenues of over Rs 100 Crores 8:1 Valuation due to projected revenues and Brand dominance. In our scheme of things, the first priority is the product, the next is the brand -- we spend a lot of money on advertising both online and offline. Sanjeev Bikhchandani, CEO, Naukri.com

15 Step 1: Have a Great Idea Does it fill a Gap or a Need in the Market? YouTube.com Launched by 3 ex-employees of PayPal and Angel funding Instant success due to novel and easy way of uploading and showing video clips Buzz generated when clips of top US Comedies were posted by users Legal battle with NBC led to massive user interest and PR. Bought by Google in October 2006 for $1.65 billion.

16 Step 1: Have a Great Idea Does it Improve the way of doing Something? OurWeddingDay.com Launched November 2006 Innovated Wedding Planing Online First Web 2.0 Wedding Planning Site 50,000 Registered Brides in 6 months 25,000 Vendors across US Partnered with Davids Bridal Now valued at over $3 million

17 Step 2: Have a Vision

18 Crush REEBOK!!

19 The Coca-Cola Company exists to benefit and refresh everyone it touches.

20 To inform, empower, and entertain the world through video

21 Step 2: Have a Vision Write a Great Vision or Mission Statement Mission is Purpose Vision is Goals Set out Your Goals and Purpose Clearly Identify your Primary Reason for being in Business Establish your Standards, Values and Integrity Keep your Company, Management and Employees focused on your Primary Purpose.

22 Step 3: Position Your Brand

23 If differentiation is the Goal. Then Branding is the Process

24 Step 3: Position Your Brand Relevance Where do you fit in? Define your offering by understanding what your customers need and how they buy. What do customer expect from companies in your space? - establish your values and vision to ensure credibility and keep your promise. Credibility Brand Discovery Stretch What are the Market and Consumer Trends in your space? - Future proofing your Brand by identifying new platforms Differentiation What is your Competition doing? Study your Competitors and analyze their strengths and weaknesses

25 Step 4: Design Your Brand Identity

26 Step 4: Design Your Brand Identity

27 Step 4: Design Your Brand Identity YOUR BRAND IDENTITY Visual Identity Verbal Identity Brand Platform

28 Step 4: Design Your Brand Identity VISUAL IDENTITY Logos Symbols Typeface Colours

29 Step 4: Design Your Brand Identity VERBAL IDENTITY Names Sub-brand Names Voice Catch Phrases Stories

30 Step 4: Design Your Brand Identity Brand Platform Website s, Blogs and Newsletters Print Materials - Cards and Stationery Adverts and Press Releases All Touch Points

31 Step 5: Protect Your Brand

32 Step 5: Protect Your Brand Before Launching or Marketing your Brand ensure you set up all measures required to PROTECT it! Talk to Intellectual Property Lawyers Register Trademarks and Patents in all Territories Establish Clear Copyrights Plan your Public Relations Strategy and what to do in case of Theft or Attack or Customer Dissatisfaction Do not be afraid to ATTACK if threatened - Litigate!

33 Step 6: Establish Your Brand

34 Step 6: Establish Your Brand Marketing is the Key to Establishing an Online Brand SEO & SEM Viral Marketing Online PR and Awards Advertising Partnerships and Co-Branding

35 Step 6: Establish Your Brand SEO & SEM Organic Optimization and understanding Key Words and CSS/Divs/XHTML/WC3 best practices Building Relevant Content through Multiple Pages Get Linked to from Related Sites Measurement - Google Analytics/ Alexa

36 Step 6: Establish Your Brand Viral Marketing & PR Create buzz Blogs, Forums & Newsletters Online and Mainstream PR - press releases and distribution Word of Relevant Mouth (WORM) - Catalysts & Connectors - Opinion Shapers - get them to write about you

37 Step 6: Establish Your Brand Advertising Google and Yahoo Search and Content Networks CPC Online Ad Networks - Doubleclick, Tyroo...CPM/CPC/ CPA Direct Placement in Websites, Blogs and Newsletters Building Affiliate CPA Networks Print and Media Advertising in Specific Verticals

38 Step 7: Keep Your Brand on Top

39 Step 7: Keep Your Brand on Top OK - you have now established your Brand - How do you keep it on Top Develop a Brand Culture in your Company Conduct Regular Market Research and Focus Groups to study your customers and their needs Do a regular Discovery every 6 months to maintain your Brand Position Revisit your Brand Identity and Platforms at least once per year Keep track of market trends and ideas Get your Brand valued and add it to your Balance Sheet.

40 So, Why Online Branding?

41 If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you John Stuart, Founder and Chairman of Quaker Oats.

42 So, Why Branding? Add up to 70% to the value of your Company. Have a lasting impression on the public imagination. Ensure Loyalty from customers and shareholders alike. Rally Employees to your Culture and attract new Recruits Allows you to diversify into other categories and businesses.

43 Presented by Raja Choudhury